Coppercraft Distillery sees healthy gains since November launch

Tuesday

Apr 8, 2014 at 7:00 AM

By Brian.VanOchten@hollandsentinel.com(616) 546-4279

The small, modest sign placed at ground level near the entrance of new craft spirits maker Coppercraft Distillery, 184 120th Ave., in Holland, suggests an operation that doesn’t take itself too seriously. Co-founders Walter Catton and Mark Fellwock further promote that shared philosophy with their infectious laid-back attitude in the workplace.Yet, more than anything, they’re serious about crafting top-shelf products and having fun making them.“Yeah, we’ve got a street sign ordered,” Catton said of the rustic, but modern 9,000-square-foot tasting room and manufacturing facility, which opened Nov. 4. “We’ve attracted most of our (walk-in traffic) through word of mouth and through social media. A lot of people still don’t know we’re here, but a lot of people are just beginning to find us.”The partnership between Catton, 43, and Fellwock, 28, was inspired from their time spent working together at New Holland Brewing Company. Catton is the former chief financial officer and minority owner of the Holland craft-beer and spirits maker, while Fellwock, a 2008 Hope College graduate, was part of the accounting department there.Together, they have invested more than $1 million in launching their own independent distillery.In the past two weeks, Coppercraft has reached two milestones to help take its business to the next level.Its license from the state of Michigan to distribute gin, rum, vodka and citrus-flavored vodka to bars and restaurants statewide was approved late last month. Its license to ship those products to Illinois — most importantly the Chicago market — was granted just last week.Its spirits already were being served in at least 16 different bars and restaurants in West Michigan.“It is a game changer, absolutely,” Catton said of the expanded distribution channels. “We’re just trying to see how big it is. The orders coming in, so far, are already exceeding our expectations.”Coppercraft has been producing about five barrels of spirits per week.Its production, however, is preparing to spike when it adds a new 750-gallon still comprised of a stainless steel base and copper column to go along with its 350-gallon copper still. The new equipment, which gives Catton and Fellwock the ability to more than triple production levels in the future, is expected to be installed before the end of this month.“It’s falling into place nicely,” Fellwock said of Coppercraft’s growth potential.In six months of operation, Coppercraft has produced a modest 6,000 cases and sold about 500 cases. Its production is expected to rise to approximately 10,000 cases this year.The five-year business plan is to make 25,000 cases per year, according to Fellwock.New Holland, the largest independent distiller of spirits in Michigan, produces several thousand cases of spirits per year and has distribution set up in multiple markets across the U.S.“We’ve never really looked at this place as another New Holland,” Catton said. “For example, we’re not going to do food. We just make what we think is the best product and let that speak for itself.”The grain-to-glass concept is the hallmark of Coppercraft’s business model.The 50-seat tasting room is surrounded by a few hundred barrels of whiskies, bourbons, an Apple Jack produced in collaboration with Fenn Valley Vineyards in Fennville, and other spirits. All of them are in various stages of the aging process. Some won’t be tapped for another 18-24 months.Catton and Fellwock perform most of the labor themselves as part of a four-person operation that includes front-of-house manager and former New Holland employee Jenney Grant.“We built this space out to be experiential,” Fellwock said. “We wanted people to be able to see how we made the products.”Coppercraft sells its spirits for $30 per bottle. The facility is open from 4-8 p.m. Wednesday and Thursday, 4-9 p.m. Friday and 2-9 p.m. Saturday. It also offers free tours at 3 p.m. and 5 p.m. Saturdays, with Catton and Fellwock proud to take the time to walk patrons through the entire spirit-making process.“We wanted to showcase the distillation process. It’s still black magic to a lot of people,” Catton said.Catton and Fellwock both possess brewers and wine makers licenses.The current focus is on manufacturing spirits, but Coppercraft confirmed it has made plans to begin producing small batches of craft beer and wine products for tasting and consumption later this year. Fellwock said there are no plans to distribute those craft beers or wine.— Follow this reporter on Twitter @BizHolland.